Author: Serenity Gibbons / Source: Entrepreneur
Unless your goal is to be a spammer, sending emails to defunct addresses is a waste of time.
Businesses and consumers alike rely on emails for information and as a primary communication channel. As a result, email marketing is a high priority for businesses of all types and sizes.
Despite the creation of comprehensive email strategies, very few companies include email validation as a weapon in their arsenal. Dead-end email accounts slowly clog up your contact lists, wasting time and dollars as you send messages that are doomed to bounce back. Without this essential tool, even a masterfully crafted email marketing program can fall flat.
Focus on the audience that wants your emails.
Numerous statistics substantiate the reason why marketers are investing so much in email marketing. For example, The Radicati Group states that the total number of global email accounts is expected to exceed 4.9 billion by the end of 2017. Among those email users, 57 percent spend between 10 and 60 minutes reviewing marketing emails each week, as reported by ChoozOn.
With all this in mind, it’s no wonder that 81 percent of B2B marketers use email newsletters for content marketing, according to Content Marketing Institute. But what happens when people leave companies or make changes to their personal email addresses?
Poor list quality can quickly accumulate as these email accounts are abandoned by their owners. Similarly, many companies rely on gathering email addresses at the point of sale or from a mobile device. When entering verifying information on a mobile, typos can be made by the email owner that are only discovered later, when marketing emails go undelivered.
These issues leave you struggling to reach your primary targets. An updated email list is critical to making the most of the return on investment that email marketing offers. According to Andrew Blazewicz, co-founder of the email validation service Email Checker, “Webmasters and internet marketers send thousands of emails to their clients and potential customers every day. Emails bouncing back means a reduced Sender Score, which is a rating between zero and 100 that identifies your sender reputation and shows how other mailbox providers view your IP address.”
Blazewicz explains the…
Peter Bordes Jr
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